Every indie author knows that a book’s main marketing
vehicle is a good cover. Whether it’s an ebook or print book, it’s the cover
that sells the book and becomes its branding. As a book designer, author and
publisher, I’m sure that is true, but what else is true about marketing indie
books in this ever-changing publishing landscape. As I’m about to publish my
first series of novels, I’m embarking on a journey to find out what is true and
what is not true about indie publishing and marketing.
One thing I know from personal experience is that exposing
yourself as an artist is scary and it’s even scarier without the support system of
a publishing house. I recently watched comedian Neal Brennan’s show on Netflix
in which he talks honestly about how scary it was for him to begin a stand-up
career after working behind the scenes as a writer for many years. I relate. It
was scary for me to publish my books and start to put myself out there on
social media. In fact, last year I had to take a break from social media
because I was being stalked. There are real and imagined dangers for those of
us who step out of the shadows and bare our souls without protection.
Another thing I know is that it’s becoming more and more
difficult to sell your own books and the process is becoming more complicated. A
good friend of mine, a fellow author and publishing consultant, was the first person
who delivered the bad news to me. She had published her first novel during the golden
time for indies and the book was hugely successful. She didn’t make a fortune
but the book was well received and made some real money. When she published her
second novel several years later, things had changed, and even though her
second novel garnered even better reviews than her first one, it was much more
difficult to market.
The golden time of indie published I refer to was four or
five years ago when it was coming into its own and flourishing. Technology had
made it possible and those who had discovered that were able to take advantage
of the opportunity to publish online and market their own books through a
number of available book marketing sites without shelling out their life
savings. But, sadly, things have changed since then and it is much more
difficult for indies such as myself to compete with the big publishing houses.
Why? Because the big publishers don’t want to let go of their power. Of course,
they don’t. We all know from watching politics how reluctantly people give up
power.
For hundreds of years, the decisions about whom and what
would be published resided in New York City with the literary gatekeepers—the
agents, editors and publishing executives. When they lost that power to indie
publishers and authors, however briefly, they looked for and found ways to
subvert them. They began to monopolize the most successful avenues for
marketing books, pushing aside those who had less money and less clout than
they have.
I want to know what’s working right now, don’t you?
- Besides writing novels, I also design my own and other authors’ books. I’m currently designing and formatting a book for humorist Bill Rodgers, to be published soon. Visit my book design website at http://www.idbks.com.
- My novels, available on Amazon and other bookseller sites, are: The Legend of Juan Miguel, The Passion of Juan Miguel and The Return of Juan Miguel.